Effective hydrogen messaging – a case study

A messaging study of community members in South West Victoria revealed the messages that will garner the most support to build social licence for hydrogen.

This study focused on a particular community in South West Victoria. Studies of other communities and hydrogen projects will most likely result in differing outcomes and therefore this information should not be considered representative of all communities.

In development

When communications frame hydrogen as “being developed” in a community, more positive attitudes, perceptions, and support are expressed than if hydrogen is framed as “beginning to be used”.

Renewable technologies

Environmental benefits shape perceptions and drive support. Highlighting the potential green energy benefits of hydrogen technology produces the greatest positive attitudes, perceptions, and support for hydrogen energy. However, organisations should be careful to avoid overstating the current green credentials of these technologies so as not to engage in greenwashing.

This cautionary note is particularly important given that most hydrogen energy currently comes from brown and blue sources. How organisations navigate the discrepancy between perceptions (hydrogen is a green energy source) and reality (most hydrogen is currently obtained from non-green sources) is therefore critical.

Inattention

Challenges with inattention mean that effectively cutting through attentional barriers relating to technologies like hydrogen energy will be important for increasing overall attitudes, perceptions, and support.

In conclusion, the messaging study found 3 key actions:

1. Promote future environmental benefits while managing present expectations; in so doing, frame hydrogen as a needed, necessary stepping stone and an integral part of the energy landscape of the future.
2. Promote the practical benefits of developing hydrogen technologies such as job-creation to foster a positive perception among those who are currently less supportive;
3. Manage safety concerns by adopting a ‘business as usual’ approach to how hydrogen energy will impact day-to-day lives of consumers.

Your task

Based on the findings in this study, what messaging strategies would you use to effectively promote hydrogen energy within your community? Discuss your ideas below.